Why now is the time for brands to be investing in women’s sport

Women’s sport, especially women’s football is increasingly growing and the main message from Electric Glue’s breakfast briefing to brands and advertisers was — now is the time to get involved.

The event, held on 6 November at the Groucho Club in Soho, in partnership with Newsworks and The Telegraph, highlighted the significant opportunities for brands to connect with audiences through women’s football and the importance of long-term investment in progressing the sport.

In 2024, women’s football was the most valuable women’s sport in the world, generating over €500m and making up 45% of total revenue of women’s sport worldwide.

Chief executive of Electric Glue, Pippa Glucklich, said: “It’s a real movement.

“Women’s teams are experiencing an influx of investment and interest from lots of different types of brands who want to capitalise on the unique and expanding audiences that we see in the game.”

During the briefing, it was highlighted how women were banned from competitive football in England until the 1970s and the consequential impact this has had on the growth of the game in comparison to the men’s.

Almost three quarters (70%) of women’s football fans believe sponsors help boost the visibility of the sport.

Brands and advertisers are in a position to be able to invest, which also carries the advantage of raising visibility and being central to cultural moments.

"First published by Ellie Hammond in The Media Leader: https://uk.themedialeader.com/why-now-is-the-time-for-brands-to-be-investing-in-womens-sport/"